Myntra's big sales event: Low on discount, high on exclusive brands

The event will see the launch of 35 new brands including international names such as Dorothy Perkins, Next, Aeropostale, Forever 21 Men, Clinique, Bobbi Brown, Corelle and Howards.ET Bureau | Updated: April 08, 2017, 07:27 IST

BENGALURU: Myntra has announced the launch of its biannual sale event, 'Big Fashion Gig' from April 8 to 10, which aims to be a low-discount event pegged on exclusive brands, the launch of a new line and style events by celebrities on the platform.

The online retailer, which says it is on path to profitability by March 2018, will extend the event to Flipkart Group's fashion platform Jabong for the next event in 2017.

“We expect over 1 lakh new users to come to the platform during the event and visits from existing user base is also likely to double for the three-day event. We estimate that close to 4.5 lakh orders will be shipped over three days,“ said Ananth Narayanan, CEO of Myntra and Jabong. The company has tied up with third-party logistics providers apart from Ekart and in-house unit Myntra logistics for timely deliveries during the event.

Narayanan added that while the discounts have come down compa red to last year, the event was aimed at showcasing brands by building unique propositions for customers such as guaranteed `never-on-discount' brands and other features. The platform has also created a marketing programme around the event on digital and ATL (above-the-line) channels.

The event, which is likely to give a 3X boost to average sales on Myntra, will see the launch of 35 new brands including international names such as Dorothy Perkins, Next, Aeropostale, Forever 21 Men, Clinique, Bobbi Brown, Corelle and Howards.

The event will also see 50 celebrity events including those by Deepika Padukone and others.